they need to try new ideas with new technology and new concept as and new creative. at the same time these sort of things work. you brought up something very interesting. you mentioned michael jackson. you mentioned some others. there are real fears about this. this is called the michael effect. get michael bolton he became irrelevant. michael vick, as spokesman. he goters a. and michael jackson died. melissa: beyonce can do no harm. she is perfect. but at the same time -- >> you get her us had too. you get some jay-z. melissa: i love jay-z i'm going to see jay-z on new year's eve. $50 million. how did they come up with the number? why 50 million? >> i'm guessing that's what her agents demand. about all what they will pay. no way to value it really. you're not worth but you're worth 47. let's face it. based on how much sugar water they sell, it is a rounding error. amount of money they giver her is irrelevant. if they get bump in sales they will be the great geniuss. if it doesn't do anything everybody will say they are doing same old thing. i think you women be drin